A Comprehensive Guide to PPC Advertising

01 Oct,2018

We cannot deny the fact that while websites need to look good and optimized for them to rank in Google, PPC or pay-per-click advertising is still a smart way to supplement your SEO efforts. Furthermore, PPC search engine marketing is ideal if you are still starting out in digital marketing and still in the process of learning about it. PPC is a good way to get discovered in the meantime.

How It Works?

When you create a PPC campaign, you pay search engines like Google to list your website in the ads section of the organic search results. Usually, this will be at the top of the page. The duration and scope of being visible in searches depend on the budget you have.

When a user actually clicks on the ad, you will have to pay the running CPC or cost-per-click from your budget. This goes on until your budget is all used up. By then, Google will stop running your ads until you renew your payments.

However, you have to remember that as easy as it sounds, PPC is complicated and you will need to know the basics before you jump right in.

Below are some helpful points to consider so that you are making the most out of your investments in PPC advertising:

#1 – Establish PPC Campaign Goals

Like any other marketing strategy, you should have a goal in mind. What do you want to achieve in doing a PPC campaign? Who are you targeting with the campaign? How do you measure the success of the whole campaign? The three questions above will help you shape an objective or a goal. Knowing your goal is important so you stay within your budget and you do not go astray with your plans and schedules.

#2 – Craft a Comprehensive Campaign Structure

Take advantage of the easy nature of the PPC campaign. When you craft your strategy, make it relevant and simple.

When we say relevant, your ad groups or sets shout be knitted together in a tight theme and made up of small but related keyword groups. Additionally, it should be simple so you do not experience any complications. Remember that your PPC campaign will need to be managed every day. This is why the campaign should be intuitive. This will also make it a lot easier for you to identify and analyze which ads are performing well and which ones need to be stopped.

#3 – Adjust Your PPC Settings

Before you start a PPC campaign, it is crucial that you get to know Google to be more than just a search engine. You need to start thinking like an advertiser and not as a user. When you first create a PPC ad campaign, Google Adwords displays your ads across the entire Google Network. This means that you will have to set aside a higher budget.

If you are just starting out in PPC search engine marketing, it may be best to look at your settings in Google Adwords and if you are limiting your budget, opt out of the full Google Display network.